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Green Mountain Case Analysis

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Green Mountain Case Analysis
GREEN MOUNTAIN COFFEE ROASTERS, INC.

Integrated Company Analysis

Wisconsin School of Business University of Wisconsin – Madison December 14, 2010

Group B10 Gail Casey Craig Cleland Brendan Gabriel Annette Knuckle Stephen Ranjan

Honor Code ―On our honor, we have neither given nor received unauthorized aid in completing this academic work.‖

Name: Gail Casey Craig Cleland Brendan Gabriel Annette Knuckle Stephen Ranjan

Date: ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ ________________________________________________________________

Table of Contents
Executive Summary..................................................................................................................................................1

Who was Green Mountain? .....................................................................................................................................1 Humble Beginnings ................................................................................................................................................1 The Keurig Brewing System ..................................................................................................................................2

Who Is Green Mountain? ........................................................................................................................................2 Marketing Analysis ................................................................................................................................................3 I. II. Major Marketing Initiatives .......................................................................................................................3 Consumer Segmentation and Positioning Strategy

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